Belgian brewer Duvel on to conquer China | RetailDetail

Belgian brewer Duvel on to conquer China

Belgian brewer Duvel on to conquer China

Belgian brewery Moortgat, owner of the famous Duvel beer, is making great strides in China. Despite the higher price compared to the local beer, plenty of Chinese people are starting to choose Belgian beer more often, reflecting in an increased export.

Four times more expensive than local beer

A regular local beer usually costs 1.5 euro in most bars, while a glass of Vedett Extra White has a price tag four times the size (at 5.5 euro). That does not stop it from “selling like crazy”, according to Tim Verplancke. He is from Belgium and is the co-owner of O’Reilly’s Irish Pub, a distributor of Duvel-Moortgat’s entire array of products in the south-western Chinese province of Yunnan.

 

When it started operating in China (in 2007), Duvel-Moortgat exported just 200 hectolitres, but this year it will export hundreds of large containers. “Our goals for 2013 are to reach about half of our volumes in the United States. If we keep up this pace, we will surpass our British market in three to four years. “Moortgat has made China a priority market,” says general manager Vincent Smits.

 

Wheat beer successful

Most successful beer brands in China are wheat beer Vedett and also stronger beer La Chouffe and fruit beer Liefmans Fruitesse. “Wheat beer is mild in taste, not too bitter or too heavy. That is why it is the best beer to start for a lot of beer drinkers. Once they are familiar with this taste, they will try our other brands,” says Nick Papa, sales manager for North China.

 

Duvel-Moortgat realizes it has a very strong position at this point, especially because other Belgian brewers are not really focusing on the Chinese market. Duvel-Moortgat is however not planning on moving Duvel’s production. “If you brew it elsewhere, you can hardly call it Belgian and that is the entire sales pitch. Only a beer specifically targeted for the Chinese market, could be made in China,” concludes Papa.

 

 

 

 

(Translated by GP)

Questions or comments? Please feel free to contact the editors


Suitsupply suffers losses because of expansion

15/05/2018

Dutch Suitsupply has experienced a decent turnover growth last year, but its net result tumbled below zero because of its huge investments. Nevertheless, that is the only way forward according to its founder, whose focus is still fixed on the United States.

Starting this Friday, Belgium has its own national e-commerce event

15/05/2018

Move over, Black Friday! This week, Belgium launches its own national e-commerce event as Jack & Jones, Kiabi, La Redoute, Sarenza, Tape à l'Oeil and Veritas organise the first Belgian Friday.

H&M is turning to algorithms to boost sales again

14/05/2018

In an effort to reverse the decline in its worldwide sales, H&M is using technology that will help the world’s largest clothing brand stock its stores more efficiently, sell more effectively and adapt more quickly to current consumer trends.

Zalando's profit wiped away in first quarter

08/05/2018

German online retailer Zalando saw its first quarter profit completely wiped away: last year's 5.1 million euro net profit turned into a 15 million euro loss. Turnover grew 22 %, investments being the cause for both.

Strong online growth for Hugo Boss

03/05/2018

German fashion brand Hugo Boss managed growth in every region in the first quarter. Group turnover grew 5 % to 650 million euro, partially thanks to strong web shop sales.

France will impose recycling for unsold clothing in 2019

02/05/2018

The French government plans to impose a ban on the disposal or destruction of unsold clothing by fashion companies. The measure extends the rules already in place for food waste to the spillage of clothing.